New data techniques, Internet technologies, and business models were high on the agenda at this year’s Cannes Innovation Festival. But how will these translate into reality for advertisers? And will these changes bring new Production efficiencies or provide new challenges?

As a production specialist, I try to learn from the detailed presentations and far-out ideas, and break down what it all means for us now. So let’s look at how advertisers can put Innovation to work and adapt their production, stay relevant, and increase impact in the future.

The model is shifting – agencies are looking to nimble startups

In the past advertisers looked to Agencies for innovative campaign ideas. But what about digital displays, interactive experiences, wearable devices, and 2nd (computer), 3rd (mobile), and 4th (your car) screen technology? Should advertisers be looking to specialists in all of these areas, or should the agency take on the responsibility and assume this production in-house?

At Cannes, the biggest shift was that agencies and advertisers are now looking directly to start-ups for answers. In fact the audience was filled with acquisition heads from holding companies and venture capitalists following the latest and greatest Startups.

The festival included the Foundry 50 – these are 50 of the world’s most exciting and disruptive start-ups. They took turns presenting their technology to the audience. Clearly this is a huge opportunity, but how is this turning into a real business model with advertisers and funding?

It was noted that brands like Visa are setting aside 10% of their worldwide budget for innovation in local markets. China’s “Internet Plus” program recognizes the need for entrepreneurship and innovation within China – the government has infused a reported $40 billion USD into startups this year to revive their economy, and focus on mobile devices.

Tom Bedecarre, the President of WPP Ventures, confirmed that agencies are now identifying startups and asking them to come up with ideas –starting incubators for the big idea that every client craves, and revolving it around technology.

As an advertiser, challenge your agency to find technical solutions that explore all avenues of production. Ask the agency about potential partnerships with startup or licensed technology, and explore how the campaign could be executed more efficiently. The top digital agencies are already in the know about new technology. Use this information for your brand and for a successful, well-produced campaign.

Agencies are using data to redefine a big creative idea and aid storytelling

A big idea does not need to be complex – in fact many of the award winners at Cannes were simplistic, targeted productions that were incredibly successful. Companies like Oracle | BlueKai are reporting unique insights from data that can be used to create compelling, uniquely relevant campaigns and experiences.

How can an advertiser apply this knowledge? Well, most digital agencies now have a digital scientist on staff. As an advertiser, please encourage the data scientist to be present in the briefing process. How can the data scientist influence the creative process with their knowledge of your target audience and past campaigns? Could the agency use data to create impactful, varied and targeted messages? Could they utilize dynamic creative (that’s ads created and served dynamically depending on who/where the consumer is spending their time) to reduce costly production for each variance?

Many of the brands at Cannes used data to influence their campaign. Try this using the techniques above, and most importantly follow through and encourage your agency to optimize over time based upon new information. Ask to understand analytics reports on performance, and challenge optimization strategies to keep your production dollars working harder, longer.

Ask questions, always

Technology will always evolve, and the experts in creative and production must evolve to keep up with trends. The Cannes Innovation Festival was a great glimpse at what’s coming in the future. As Shiv Singh from Visa stated “Everyone needs to be innovation centric. It’s not a niche department anymore.” To stay current, ask your agency questions on how to leverage technology and make it work for your brand. Harness technology and innovation and utilize it to your advantage. And of course, please reach out with any questions, and we can learn together.

Amanda Goodspeed

VP, Global Head of Digital Production